International Journal of Engineering & Technology, 7 (4.39) (2018) 796-799

International Journal of Engineering & Technology

Website: www.sciencepubco.com/index.php/IJET

Research paper

Reliance : the Patanjali of Telecommunication (“Think Big, Think Fast, Think Ahead. an Idea is No One’s Monopoly”- )

*Dr. M. Siva Krishna Raju, **V. Sri Krishna Chaturya, ***Dr.A.Krishna Sudheer

Professor & Controller of Examinations, SRKR Engineering College-Bhimavaram. Asst. Professor, SRKR Engineering College-Bhimavaram. -Professor, Sri Sairam Engineering College-Chennai *Corresponding author E-mail: [email protected], [email protected]

Abstract:

India is a developing country and it is a long term dream of every Indian to see as a developed country. For a country to be developed, all the sectors needs to be developed. One of the essential sectors that need focus and immediate concentration is the telecommunication sector. Not only from the point of development, Telecommunication sector plays a very important role in India, as its is the sector that is entrusted with the responsibility of connecting Indians. Indians are social people and they always likes to be in touch with their fellow people and they are very good in networking with other groups and sects in and around them. They thus rely on telecommunication sector and now a days mobile phones are the essential commodities for every person. This has become a major sector with many foreign players entering into it. This sector has further future growth with the emergence of and 5G technologies. All is well with this sector until the entry of RELIANCE JIO in to this. This entry has shaken the whole India and particularly the telecommunication sector. This has become the talk of the world. So, this paper in detail aims to enlighten the readers on the telecommunication sector in India with special emphasis on Reliance Jio and its impact on the Indian Telecommunication sector.

Keywords: Telecommunications, Customers, Data, Voice, Development

1. Introduction:

Indian telecom sector has its presence felt everywhere in the world as its is the world’s second largest telecom market which is expected to have a robust growth in the coming days and it has a significant contribution to the GDP of the country. The govt policies are liberalized and this has made the phone available to even the common man which resulted in the revolution and the main reason for the emergence of this sector as it is today. Even the FDI rules has also been liberalized and this has made this sector as one of the top five employment generation sectors in India. This sector is revolutionizing the lives of the Indians with its good By 2020 this market is expected to be at the growth rate of 10.3%. data and voice services and this sector is also termed as the By 2021 the users in India will be around 810 backbone of the Industrial and Economic Development of the millions. By 2020 out of every four mobile phones purchased, country. Though it has many credits, its penetration is still low three will be and this will make India the fourth when compared to the global standards. Govt has created a largest user of smartphones in the world. If everything goes on Universal Service Obligation Fund to negate such changes. well, India will overtake US as the second largest user of smartphones by 2018. Evolution: This sector will also provide nearly 4 million jobs in organized It was started in the year 1851 and it was nearly 165 years old. and unorganized sector as per the study of Randstad India. This The following picture clearly illustrates the evolution of this sector opportunities are due to the govts objective to penetrate the rural in India. market and also due to the increasing usage of wireless technology. As per the data released by DIPP this sector has total FDI worth US$ 18.38 Billion as on March 2016.

Copyright © 2018 Authors. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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which has the objective of privatizing the sectors and this sector was corporatized in the year 2000.

Reliance Jio: This is officially known as Reliance Jio Infocom Ltd (RJIL) and it is the only provider of 4G LTE services in Pan India network. The services of Jio were launched only to its partners and employees on 27th December, 2015 as it is the birth anniversary of Dhirubhai Ambani. Its subsidiary Infotel Broadband Services Ltd (IBSL) is officially the owner of 4G spectrum in all the 22 zones in India. The Indian govt has proposed a National Telecom Policy in 1994 Later on IBSL was renamed as RJIL in January, 2013. in this respect and according to this policy world class opportunities are to be provided on demand with reasonable prices The main focus areas of Reliance Jio are concentration on and then the govt formulated one more national policy n 1999 broadband, affordable smartphones and availability of good

798 International Journal of Engineering & Technology content. It is not only limiting to voice and broadband but is also Rs.19000 to target all segments. Now a days majority of the users strategically forming an ecosystem through which various digital in the country want mobile phones to perform majority of the services will be enabled. The vision of Jio is to make sure that the tasks and so the mobile handset LYF is targeting to acquire more broadband and voice are no more the luxury item for India. market share as India is a single device country. Jio is not only Reliance Jio’s vision coincides with the govt’s vision of Digital creating various apps and software’s, it is also creating a new India. It is promoting 4G LTE smartphones in all variants right ecosystem entirely. Jio bundles its plans with bandwidth and from the basic price to the high end phones. It also envisages the talktime as compared to data and voice by its competitors. usage of Digital Currency in place of paper currency which ensures the smooth, securable and comfortable transaction Jio has various advantages when we discuss with content, because process. Expert medical advice through the Jio’s apps are RIL owns Network 18 which was one of the prominent channels available anywhere, anytime. Jio Chat, Jio Play, Jio Beat enables in Indian TV industry. Jio also sponsored the recent film festival digital entertainment and social connectivity. It is also held at . It also owned leagues in Indian Premier League emphasizing digital entrepreneurship through which e commerce, and Indian Soccer League. Jio’s plans are especially targeting the B2B etc are enabled. youth in creating Digital India which is the dream of the central govt. ’s children Isha and Akash are playing a key S. No Service Offered Target role behind the screen in charting out various plans and strategies 1 Jio Money Digital Currency for Jio. RIL has already arrived at the agreements with , 2 Jio Drive Micro and Small Businesses Micromax etc for the sale of the VoLTE phones. Meanwhile Jio’s 3 Jio Health Expert Medical Advice competitors Airtel has launched 4G services while Vodafone is 4 Jio Chat, Jio Play, Jio Digital Entertainment and Social expected to launch by December and Idea by the first quarter of Beats, Jio Mags and Jio Connectivity 2016. News 5 Jio Entrepreneur Entrepreneurship Jio has also launched a aggressive promotional campaign for LYF phones with Priyanka Chopra by TVC (Television Commercials). It is the expensive and future ready network in the world. Its LYF brand was launched in a very highprofile manner amidst the investment is spectrum is nearly Rs. 34,000 Crores. Jio is credited whole Ambani family, Shahrukh Khan and many film stars. The have now the most spectrums in the world. Jio has [partnered with LYF phones are available from Reliance stores such as Reliance the world leaders in building this extensive network. Digital and Reliance Express and through online on mylyf.com. Glimpses of Jio Network: LYF will be releasing various models of phones in the market with the names EARTH, WATER, WIND and FLAME.Through • Best 4G services with the global rates LYF phones an ongoing voice call can be converted into a data • Mobile Phones with LYF brand starting from Rs.2999/- call by the single press of a buttion. rd • Complimentary apps worth Rs. 15000/- Source for below Information: Economic Times dated Sept 03 , 2016 • Instant activations based on Aadhar Card • Free voice calls • No hidden telecom charges • Special discounts for students • First platinum 4G service in India • No blackout days • India’s first IP network • 4G covering 18,000 cities, 2 lakhs villages • Facility of Voice Over LTE (VoLTE)

• It is future ready from 5G and 6G • It has 4G regional hotspot. • Jio services are free from September 5th to December 31st, 2016. • There are no roaming charges for Jio in India. • The 4G Data rate is 1/10th of other players i.e. @ Rs.50/- per 1GB • Students will get 25% more data in case they produce a valid identity card. • Jio network allows a download time of 135GBPS

2. Marketing Strategy of Reliance Jio:

Jio has specifically appointed acquisition and relationship managers so as to acquire a target of 1million users. Jio 4G services are not only aimed to high end but also middle-class customers. LYF smartphones are priced from Rs.3000 to International Journal of Engineering & Technology 799

Founder of Reliance empire Dhirubhai Ambani dream was to [8] http://www.ril.com/ourBusinesses/Jio.aspx connect the people at the rate of a post card and his son Mukesh [9] http://www.ibef.org/industry/telecommunications.aspx now trying to relinquish the dream. [10] https://www.dnb.co.in/IndianTelecomIndustry/OverviewTI.asp [11] http://www.dot.gov.in/about-us/telecom-glance [12] http://info.shine.com/industry/telecom/9.html 3. Challenges for Reliance Jio:

Taking the current competition and scenario into consideration the break even for the Reliance Jio in the coming 4 to 5 years is extremely difficult. It would be really a herculean task to acquire and sustain the customer base for Jio. The LTE market share and 4G share in India as of today is very less and the next important action point for Jio would be to convert majority of the Indians to 4G or VoLTE which is not a easy task taking into consideration the situations prevalent in the sector today. Then comes the problem of bands and support in the ecosystem. Reliance should plan carefully on how to use the 800Mhz spectrum efficiently and effectively. Majority of the Indians use Wifi and migrating from Wifo to VoLTE would be a very difficult task and a challenging one too. The Jio has to live to its expectations and make sure that it gives the uninterrupted service to the customers, as the previous version of Reliance Infocom project was not quite a big success. Jio penetration into the rural market will also be a challenge taking into account the present infrastructure. As Jio itself as agreed that it needs 3 more years to cover 100% of India, this is more than enough time for the other players like Airtel, Idea and Vodafone to realign and face Jio.

4. Conclusion

Reliance Jio was surely trying to realize the dream of its founder Dhirubhai Ambani with the slogan ‘Karlo Duniya Mutti Mein”. It has made a disruptive entry into the market and started the new concept of DATAGIRI in the Indian telecommunication market. Jio means to live and time is yet to answer on how this Jio venture will live and how it makes its competitors to live. However there are many challenges that lie ahead for Jio and certainly this path is not going to be smooth and good. Its is certainly a path with lots of bumps and which is topsy turvey. Reliance right from its inception want to be a leader in telecom sector where it failed once and this is the second attempt. The real challenge for the Jio is sustainability and the key lies in sustaining the whole ecosystem as promised to the customer. Customer is always a king and now in telecomm sector, customer is even termed as an emperor taking into consideration the competition prevalent in the market. Time again should answer to what extent Jio will satisfy the customers. If Jio can implement everything as promised even in the days to come then the day is not far when the dream of our Honourable PM Shri. Narendra Modi to start a Digital India and Make in India would be accomplished. Jio with its entry has diverted the attention of the whole world and the real challenge would be to make that attention sustainable by providing everything as promised.

References:

[1] http://www.livemint.com/Opinion/N1PfDasVBd2na99MWQX8aP/ The-Reliance-Jio-challenge.html [2] http://techpp.com/2015/12/09/reliance-jio/ [3] http://www.businessinsider.in/3-reasons-why-Mukesh-Ambanis- Reliance-Jio-plans-are-a-little-too-ambitious-for-his-own- good/articleshow/47643330.cms [4] http://www.thehindubusinessline.com/companies/many-challenges- lie-ahead-for-reliance-jio/article7310144.ece [5] http://telecomtalk.info/here-are-the-bumps-in-the-road-that-

reliance-jio-might-face/148460/ [6] http://www.jagran.com/news/business-reliance-jio-challenges- ahead-of-commercial-launch-14619637.html [7] https://www.jio.com/